Perplexity AI saw a 50% surge in app downloads after a clever Super Bowl promotion that required users to interact with its AI-powered search tool. Instead of running an expensive TV advert like OpenAI and Google, the company posted on X, encouraging users to download the app and ask five questions during the game for a chance to win$1 million.

The strategy paid off, with app installs rising to 45,000 on US Super Bowl Sunday, compared to the previous daily average of 30,000. The contest not only increased downloads but also helped familiarise users with Perplexity's AI capabilities. By requiring engagement during the game, the company ensured new users experienced the search tool in action.

It's game day. One million up for grabs.

Ask questions, invite friends, win big. pic.twitter.com/xUds0jJ5of

While OpenAI and Google invested heavily in traditional advertising, Perplexity's approach appeared to have a more direct impact on user interaction. The app climbed the US App Store rankings, reaching as high as No. 6 in the Productivity category. Early estimates suggest the momentum may continue, potentially doubling downloads in the following days.